Sports lifestyle brand Onitsuka Tiger has launched its AW13 collection with a new campaign, ‘My Town My Tracks’, tracking the journeys of three pairs of sneakers through a day in the life of their Japanese owners.
The campaign was created by Blast Radius Amsterdam, which commissioned fashion photographer Lawrence Ellis. As well as the videos, the campaign is charted in 1,000 photos on its @onitsukatigerhq Instagram profile.
Ellis said: “This was an opportunity to work closely with intriguing people from a traditionally reserved culture. Onitsuka Tiger entrusted me to portray their quintessence with respect.”
Lisa Hogg, head of brand management at Onitsuka Tiger, added: “Being a Japanese brand we are very inspired by Tokyo, so it was natural to want to share our experiences of the city.
“My town My Tracks is about exploring the hidden treasures of contemporary Japan and our brand’s heritage through photography and film.”
Seeding and PR activity was handled by UK and Germany-based agency Renegade Media.